Amendment 1.docx

SAP

State of South Carolina

Request for Proposal

AMENDMENT 1

Solicitation:

Date Issued:

Procurement Officer:

Phone:

E-Mail Address:

Mailing Address:

5400023986 09/19/2022

BRITTANY SLOAN

803-737-3410 bsloan@mmo.sc.gov SFAA, Div. of Procurement Services PO Box 101103 Columbia SC 29201-3734

DESCRIPTION: Marketing and Creative Services

USING GOVERNMENTAL UNIT: Aiken Technical College

SUBMIT YOUR OFFER ON-LINE AT THE FOLLOWING URL: http://www.procurement.sc.gov

SUBMIT OFFER BY (Opening Date/Time): 10/05/2022 11:00am EST (See "Deadline for Submission Of Offer" provision)

QUESTIONS MUST BE RECEIVED BY: 09/13/2022 2:00 pm EST (See "Questions from Offerors" provision)

NUMBER OF COPIES TO BE SUBMITTED: ONLINE BIDDING PREFERRED; If submitting Online in SCEIS please See Online Bidding Instructions in Section II.B. If submitting Hardcopy, submit One (1) Original Hardcopy marked “Original”, and One (1) Electronic (digital) Media Copy marked “Copy” (See “Electronic Copies-Required Media & Format” provision Section II.B.) Initial here if NO redacted copy is necessary___________

CONFERENCE TYPE: N/A

DATE & TIME: N/A

(As appropriate, see "Conferences - Pre-Bid/Proposal" & "Site Visit" provisions)

LOCATION: N/A

You must submit a signed copy of this form with Your Offer. By signing, you agree to be bound by the terms of the Solicitation. You agree to hold Your Offer open for a minimum of one hundred twenty (120) calendar days after the Opening Date. (See "Signing Your Offer" provision.)

NAME OF OFFEROR

(full legal name of business submitting the offer) Any award issued will be issued to, and the contract will be formed with, the entity identified as the Offeror. The entity named as the offeror must be a single and distinct legal entity. Do not use the name of a branch office or a division of a larger entity if the branch or division is not a separate legal entity, i.e., a separate corporation, partnership, sole proprietorship, etc.

AUTHORIZED SIGNATURE

(Person must be authorized to submit binding offer to contract on behalf of Offeror.)

DATE SIGNED

TITLE

(business title of person signing above)

STATE VENDOR NO.

(Register to Obtain S.C. Vendor No. at www.procurement.sc.gov)

PRINTED NAME

(printed name of person signing above)

STATE OF INCORPORATION

(If you are a corporation, identify the state of incorporation.)

OFFEROR'S TYPE OF ENTITY: (Check one) (See "Signing Your Offer" provision.)

___ Sole Proprietorship ___ Partnership ___ Other_____________________________

___ Corporate entity (not tax-exempt) ___ Corporation (tax-exempt) ___ Government entity (federal, state, or local)

COVER PAGE - ON-LINE ONLY (MAR. 2015)

SAP

SAP

PAGE TWO

(Return Page Two with Your Offer) HOME OFFICE ADDRESS (Address for offeror's home office / principal place of business)

NOTICE ADDRESS (Address to which all procurement and contract related notices should be sent.) (See "Notice" clause)

_________________________________________________ Area Code - Number - Extension Facsimile

_________________________________________________ E-mail Address

PAYMENT ADDRESS (Address to which payments will be sent.) (See "Payment" clause)

____Payment Address same as Home Office Address ____Payment Address same as Notice Address (check only one) ORDER ADDRESS (Address to which purchase orders will be sent) (See "Purchase Orders and "Contract Documents" clauses)

____Order Address same as Home Office Address ____Order Address same as Notice Address (check only one)

ACKNOWLEDGMENT OF AMENDMENTS

Offerors acknowledges receipt of amendments by indicating amendment number and its date of issue. (See "Amendments to Solicitation" Provision)

DISCOUNT FOR PROMPT PAYMENT

(See "Discount for Prompt Payment" clause)

PREFERENCES - A NOTICE TO VENDORS (SEP. 2009): Preferences do not apply to Request for Proposals per SC Consolidated Procurement Code Section 11-35-1524, e (5)

PREFERENCES - ADDRESS AND PHONE OF IN-STATE OFFICE: Preferences do not apply to Request for Proposals per SC Consolidated Procurement Code Section 11-35-1524, e (5)

PAGE TWO (SEP 2009)

End of PAGE TWO

AMENDMENTS TO SOLICITATION (JAN 2004)

The Solicitation may be amended at any time prior to opening. All actual and prospective Offerors should monitor the following web site for the issuance of Amendments: www.procurement.sc.gov (b) Offerors shall acknowledge receipt of any amendment to this solicitation (1) by signing and returning the amendment, (2) by identifying the amendment number and date in the space provided for this purpose on Page Two, (3) by letter, or (4) by submitting a bid that indicates in some way that the bidder received the amendment. (c) If this solicitation is amended, then all terms and conditions which are not modified remain unchanged. [02-2A005-1]

Questions from Offerors - amendment (Jun 2017) The solicitation is amended as provided herein. Information or changes resulting from questions will be shown in a question-and-answer format. All questions received have been reprinted below. The “state’s response” should be read without reference to the questions. The questions are included solely to provide a cross-reference to the potential Offeror that submitted the question. Questions do not form a part of the contract; the “state’s response” does. Any restatement of part or all of an existing provision of the solicitation in an answer does not modify the original provision except as follows: underlined text is added to the original provision. Stricken text is deleted. [02-2a097-1]

ALL OTHER TERMS, CONDITIONS, BIDDING INSTRUCTIONS, AND SPECIFICATIONS REMAIN UNCHANGED. IF THERE ARE ANY QUESTIONS OR IF ANY CONFUSION OR UNCERTAINTY ARISES AS A RESULT OF THIS AMENDMENT, IT IS THE SOLE RESPONSIBILITY OF THE OFFEROR TO CONTACT THE PROCUREMENT OFFICER FOR CLARIFICATION. CONTACT INFORMATION CAN BE FOUND IN THE TOP RIGHT HAND CORNER OF THE COVER PAGE OF THIS AMENDMENT. REFERENCE THE “DUTY TO INQUIRE” CLAUSE IN THE ORIGINAL INVITATION FOR BID.

Q & A Solicitation # 5400023986

1. The cost proposal spreadsheet has the number of hours locked in – Is the offeror limited to that number of hours annually?

State’s Response: All values provided in the price proposal spreadsheet are estimated values issued by the State that cannot be manipulated. Only the blue boxes require vendor completion.

2. What is the total annual budget that will be allotted for marketing and creative agency services, including advertising buys, agency staff time and creative production costs?

State’s Response: Budgetary information will not be shared.

3. Is there a distinct budget for advertising buys, including traditional ads, digital ads and social media ads, and what is that budget?

State’s Response: Budgetary information will not be shared.

4. Attachment A refers to Patriot's Point. Is this a typo and should we update to read Aiken Technical College?

In Attachment A, can you confirm that there are 388 staff hours per year in this contract?

State’s Response: This is a typo and should reflect “ATC”. Please see updated sheet attached hereto. Offerors under no circumstance are to manipulate the solicitation documents per Responsiveness/Improper Offers clause, item C on page 9 of the solicitation.

5. Will bidders be allowed to charge a standard commission on advertising purchases? Where should we state our commission rate?

State’s Response: We expected to pay a flat monthly rate for account management services.

6. There is reference to a new slogan. Does that already exist, and what is it?

State’s Response: A new slogan exists. The new slogan is “Uniquely Powerful.”

7. If a new slogan does not exist, can you clarify as to whether development of a new slogan is included in the expected scope of work for the new marketing agency?

State’s Response: A new slogan exists. The new slogan is “Uniquely Powerful.”

8. We are having trouble inserting values in Attachment A, row 10 "Brand Implementation," but there are 20 hours assigned to it. Will you be sending a new attachment to fill out?

State’s Response: All values provided in the price proposal spreadsheet are estimated values issued by the State that cannot be manipulated. Only the blue boxes require vendor completion.

9. For the technical proposal it says: Offeror’s Technical proposal shall adequately detail how they intent to meet the needs provided my ATC in this document. The Offeror’s proposal must restate each numbered deliverable listed in Section III and provide a detailed narrative as to how you shall provide each. Be sure to identify all steps required and provide a timeline. Describe the resources required to efficiently manage the contract.

Can you give an example of an expected timeline for this work?

State’s Response: This solicitation is intended to increase ATC enrollment for the fall and spring terms. The timelines would align with recruitment and enrollment activities for the fall (August) and spring (January) academic terms.

10. What we receive a request with no timeline? Would a request from the client with no timeline be assigned a required turnaround time, and what is that expected turnaround time?

State’s Response: Requests will come with an expected turnaround time. The turnaround time varies by request.

11. Can you give an example of "resources required" to manage the deliverable?

State’s Response: Resources include monetary to support the implementation of this solicitation and non-monetary to include staff availability, input, and institutional knowledge.

12. Re this section: b) ATC will reimburse the Contractor for the actual cost of any services or products purchased by the Contractor from other businesses to perform the services required under this contract – for example, printers, typographers, videographers, photographers, or others in the preparation of printed or broadcast advertising for ATC, or other projects, as authorized in writing in advance by the VP of Advancement or Director of Marketing and Communications. In addition to the actual costs for these services/products, ATC will pay the contractor any commission or service charge as outlined in their proposal."

Where do we outline our commission or service charge in the proposal or price proposal attachment?

State’s Response: Commission/ Service charges should be built into the proposed pricing.

13. Is there a preference for working with local/regional and/or a South Carolina firm?

State’s Response: Preferences do not apply as stated on the cover page of the solicitation.

14. Are there identified minority participation goals in place for this RFP? If so, what is the percentage?

State’s Response: No

15. Does ATC currently have a digital marketing partner? If so, is the College pleased with the existing relationship, services, and value?

State’s Response: ATC has worked with several digital marketing partners for various needs and goals and has been pleased with those outcomes.

16. What is the name of your web design vendor?

State’s Response: This project has not yet begun, and ATC has not contracted with a vendor.

17. It appears the College utilizes DNN for its CMS platform? Will that remain in place for the foreseeable future or are there plans to change?

State’s Response: DNN will remain in place at this time. ATC will be exploring CMS options in the future as part of a website project.

18. What CRM platform does the College utilize?

State’s Response: ATC will implement Ellucian Recruit during the 2022-2023 fiscal year.

19. What is the College’s current (2022-2023) comprehensive budget for initiatives listed in item 3.3.e.? Please separate professional services (strategy, creative, ongoing management, etc.) costs from media buys.

State’s Response: Budgetary information will not be shared.

20. What is the College’s expected comprehensive marketing investment directed at each of the audiences listed in 3.2? Please state as dollars, if possible, relative percentages if not. Please separate professional services (strategy, creative, ongoing management, etc.) costs from media buys.

State’s Response: (no dollar figures) Unable to define at this time. ATC does not separate the professional services as the entire Marketing and Communications budget is one pot of money.

21. What is the budget and/or not to exceed amount expectations for the expected promotional materials/collateral (item 3.3.d.) anticipated for Year One? Does this include printed materials? If so, are printing services needed or will the selected vendor provide creative only?

State’s Response: Budgetary information will not be shared.

22. Is the branding work currently in progress? If not, when was it completed? Is Uniquely Powerful the mentioned new slogan or is the new one yet to be unveiled?

State’s Response: Branding work will be completed in October 2022.

23. How often are we required to meet in person?

State’s Response: The initial meeting is expected to be in-person. Additional in-person meetings may be requested during the contract period as needed. Unless requested to be an in-person meeting, other meetings may be held virtually.

24. What is the budget not including media?

State’s Response: Budgetary information will not be shared.

25. What is the media budget?

State’s Response: Budgetary information will not be shared.

26. In section 3.2 you refer to three separate groups that have “unique geographical reach requirements.” It appears that ATC offers local, hybrid, and fully online classes and degrees. Is this bid for marketing nationally? Internationally? Predominately local?

State’s Response: The solicitation is primarily for local initiatives. However, select opportunities for each group may extend beyond the local geographical region.

27. Does ATC have these three target segments separated in CRM? If so, does each segment receive customized / tailored communications?

State’s Response: ATC will implement Ellucian Recruit during the 2022-2023 fiscal year.

28. What CRM system does ATC use?

State’s Response: ATC will implement Ellucian Recruit during the 2022-2023 fiscal year.

29. How many email versions are sent per month?

State’s Response: This varies based on the enrollment period and goals.

30.How many media campaigns does ATC run per year? Can you break these down by channel?

State’s Response: The media campaigns are aligned with the three key ATC enrollment periods for its fall, spring, and summer semesters. Channels used vary.

31. What marketing analytics system does ATC use?

State’s Response: ATC uses Google Analytics and Hootsuite.

32. What other marketing technologies does ATC currently use or plan on using?

State’s Response: ATC uses Google Analytics and Hootsuite and will implement Ellucian Recruit during the 2022-2023 fiscal year.

33. Outside of the website marketing team mentioned in the RFP, what other types of marketing partners will we be collaborating with?

State’s Response: Other marketing partners will include the vendor for ATC’s signage project.

34. What are the ATC revenue goals that need to be addressed? A YoY percentage increase goal by revenue stream would suffice.

State’s Response: The College’s revenue goals are tied to enrollment growth during the fall and spring academic terms. ATC is tuition-dependent, and we expect year-to-year enrollment revenue gains to meet operational expenses. The fall 2022 enrollment goal is 13% higher than the prior year which is an indication of additional revenue based on a larger headcount.

35. What are the top ATC organizational and marketing initiatives?

State’s Response: The top ATC organizational goals are outlined in the 2022-2027 Strategic Plan.

36. What are the top metrics used to evaluate marketing’s effectiveness?

State’s Response: The top metrics used to evaluate marketing’s effectiveness vary based on the goal of the initiative and channels used. Ultimately for enrollment-focused initiatives, the top metric is number of applications.

37.How many people are currently on the ATC marketing team? Can we have a breakdown by role?

State’s Response: There are two full-time employees in the Office of Marketing and Communications team: Director of Marketing and Communications and a Marketing and Communications Specialist. The Director of Marketing and Communications reports to the Vice President of Advancement.

38. What is the overall budget for this work? A budget broken down by initiative…media, organic social, CRM, etc. or even a percentage allocation would be very helpful.

State’s Response: Budgetary information will not be shared.

39. The estimated number of hours in Attachment A (pricing) is locked. Does this mean that the total number of billable hours is limited to 388 per month? We are assuming here that the 388 is a monthly number as the right side of the spreadsheet seems to extend this to an annual number when rates are entered. If the number of hours is not locked, do you have a version of Attachment A that allows for the hours to be edited?

State’s Response: All values provided in the price proposal spreadsheet are estimated values issued by the State that cannot be manipulated. Only the blue boxes require vendor completion. The locked values are estimated annual values.

40. Also in Attachment A, row 10 (brand implementation) is locked so no rate can be entered.

State’s Response: The attachment has been updates and attached hereto

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